This document discusses the growing problem of SMS phishing and how current security approaches are ineffective. It proposes a new "Zero Trust" approach called Zero Trust SMS that would authenticate URLs in SMS messages before delivery to help subscribers avoid phishing links. This is presented as being more effective than just blocking URLs after the fact. The benefits of this approach for multiple stakeholders are outlined. The document also provides details on the company MetaCert and their technology and services that aim to implement this Zero Trust SMS approach for mobile operators and their subscribers.